CUSTOMER-CENTRIC
The customers' perspective
Do you believe in one click (no matter what channel) equals one conversion for potential customers? Very often companies say 'let's try a new channel!' The appropriate question here: to achieve what? Orientation, information, transaction? A proper marketing mix combined with awesome customer experience is more effective than 'using' one channel only.
Experience shows the younger the generation the more critical and the more touch-points they need to be assured of their purchase decision. The reason is quite obvious: choice. Customers have an unbelievable amount of brands and products to select from. Very often they are not sure which brand / product is the right one for their individual needs. Do you know your customers' biggest fears, frustrations, motivations, hopes, desires, values, their triggers to consider your product or the touch-points they need to be convinced? If not … |